The Super Bowl ad playbook

Jan. 31 - Madison Avenue hits the gridiron this year paying as much as $4 million for 30-second ads aimed at grabbing attention off the field. Bobbi Rebell reports.

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The Super bowl's new best buds- this years' Budweiser ad brings in an adorable puppy as a new love interest for the Clydesdale horse in what has become a tradition for the brewer.
Offbeat animals- like a Chihuahua Doberman- are big this year- including party hopping llamas.
And honey loving bears- like this one for greek yogurt Chobani.
Chief Marketing Officer Peter McGuinnes:
SOUNDBITE: PETER MCGUINNESS, CHIEF MARKETING OFFICER, CHOBANI (ENGLISH) SAYING:
"We're number one, but we only have 37 percent awareness. So two-thirds of the country has never heard of Chobani, but yet we're number one. So if we can gain more awareness, we have a superior product, more people will eat us and we'll grow even at a more rapid rate. So it's pretty linear, logical... you know, I didn't over-intellectualize the whole Super Bowl thing. It seemed like a no-brainer to me."
But they've got company- rival Oikos will also be there with a spot starring the actors from the sitcom "Full House".
Healthy options like yogurt could be the breakout stars of the game- this spot starring actress Scarlett Johansson is for SodaStream- an alternative to traditional soda and snack advertisers.
They will still be there- paying about $4 million for a 30-second ad- up from $2.9 million in 2010 - because it's worth it says Ken Wheaton.
SOUNDBITE: KEN WHEATON, MANAGING EDITOR, ADVERTISING AGE (ENGLISH) SAYING:
"If you have a specific message or if you are traditionally a Super Bowl advertiser, I think it does make sense. You can send a message to the average consumer, buy my product, we are American made. Or you are sending a message to your stockholders. We're healthy financially to make a marketing play this big."
Advertisers are also hoping to leverage the Super Bowl exposure, and social media to stand out- H&M's spot features David Beckham- and an interactive play:
H&M North America President Daniel Kulle:
SOUNDBITE: DANIEL KULLE, PRESIDENT, H&M NORTH AMERICA (ENGLISH) SAYING:
"H&M is the first brand doing t-commercials during the Super Bowl. So we are going to mean if you have a Samsung smart TV, while you are watching the game and you see the commercial, the collection will appear around the commercial. So you are going to see it and then you can click on it and type in your mobile number and it leads you into H&M.com and you continue to shop."
And celebrities will be plugging away- Ben Kingsley for Jaguar- Arnold for Bud Light- and Brooklyn Nine-Nine star Terry Crews teams up with the Muppets for Toyota.

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